Ad Relevance Metrics: Mobile vs. Desktop User Preferences

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Objective:
Conduct a thorough analysis of ad relevance metrics and user preferences for mobile vs. desktop devices within Google Ads. Evaluate how device-specific factors influence ad relevance and optimize your ad strategies accordingly.

Scope of Analysis:
Compare and contrast the following metrics across mobile and desktop devices:

• Click-Through Rate (CTR)
• Conversion Rate
• Average Cost Per Click (CPC)
• Click-Value (CvR)
• Search Quality Score (CVR)
• Mobile-First Index (MFA)
• Search Volume
• Search Users
• User Intent Segmentation

Deliverables:

1. A detailed report on device-specific ad relevance metrics.
2. A comparison of user preferences and behaviors across mobile and desktop platforms.
3. Data-driven recommendations to improve ad relevance and performance.
4. A clear action plan for implementing changes to enhance ad delivery and engagement.

Industry Best Practices & Standards:

• Utilize Google’s Ad Metrics Dashboard for accurate data collection and analysis.
• Reference Google’s Ad Performance Goals and KPIs for optimal ad performance.
• Follow Google’s Ad Performance Best Practices guide for consistent testing and optimization.
• Incorporate Google’s Mobile-Friendly Reporting Criteria.

Quality Expectations:

• Ensure data accuracy and consistency across all metrics.
• Provide actionable insights supported by robust data analysis.
• Recommend actionable steps with measurable outcomes.
• Include technical specifications for testing and optimization.

Technical Considerations:

• Use Google Ad Manager’s Ad Reports and Analytics for device/c campaign-level tracking.
• Leverage Google Optimize or similar tools for A/B testing of ad creatives.
• Implement Google’s Universal Analytics for audience segmentation.
• Apply Google’s Recomme